Instamart taps into festive insight with ‘InstaSona’ gold-digging OOH activation

Instamart brought a festive twist to out-of-home advertising with its ‘InstaSona’ activation in Hyderabad, transforming a simple insight into an engaging public experience. 

Set up near Hussain Sagar Lake ahead of Akshaya Tritiya—a festival closely associated with buying gold—the brand created a sand-filled pit inviting people to quite literally become “gold diggers.” 

With the callout “Calling all gold diggers”, the installation drew crowds who eagerly stepped in, digging through sand in search of hidden rewards. The format was simple, but the behaviour it triggered was anything but—participants instinctively engaged, turning the activation into a high-energy, shareable moment. 

What worked strongly for the campaign was its cultural timing. Akshaya Tritiya naturally brings gold into conversation, and Instamart leveraged this by blending tradition with play. Instead of just communicating offers or availability, the brand created an experience around the idea of gold itself.